Brand Value · Valuation · Component
The valuation
The resulting figure, held with the decision it was produced for — because a valuation with no decision attached is a number nobody uses.
The deliverable
What it is
Valuations are produced for a reason: a sale, a licensing arrangement, an investment, an impairment test, a dispute. Produced without one, they are an expensive number that changes nothing.
The figure should be a range. A single number implies a precision that no brand valuation method supports.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The purpose
What decision the valuation was produced for.
3 attributes: Purpose · Audience · Reuse
LearnThe accounting position
Whether and how the brand appears in the accounts.
3 attributes: Recognised · Carrying value · Links to
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Value the brand when there is a decision. Valuing it annually with none attached produces a number nobody uses.
The other components in valuation
The method
Which approach was used, with its inputs and assumptions — because the number is entirely a function of them.
LearnThe price premium
What customers pay for the same thing with the brand on it — the least arguable evidence of brand value that exists.
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